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CHAPTER 13HERE WE GO AGAINMEASURING AND IMPROVING THE SOCIAL MEDIA MARKETING PROCESS

INTEGRATED ONLINE MARKETING

One of the promises of online marketing is that the various buckets can be integrated, one helping to create more value in another. The three main buckets to consider are social media, paid online media such as pay per click (PPC) and display, and search engine optimization (SEO). A strong presence in all three areas helps to create a greater sense of authority and trust, which in turn strengthens each area as well as your overall brand strength. Of course, the delineation doesn’t remain online but influences and is influenced by activities ...

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